February 16, 2017

Recently, my 5 year-old was dressing in short-sleeve shirts, even though it was cold outside. Day after day, this kept happening until I finally asked: “Why don’t you put on a long-sleeve shirt?” And he responded: “Because I can’t reach them in my closet.” Problem solved, all because I asked.

When is the last time you asked your clients what’s on their mind? The answers may be simple but powerful. By taking the time to reach out, it shows that you care about what they think. Plus, hearing their thoughts will offer insight into how to make your projects—and working relationship—better.

What should I ask?

I recommend starting with a few simple questions like:

What are you struggling with right now?

How can I help you?

How can we improve our working relationship?

What else can I help you with?

Once you start the conversation, more questions (and answers) will inevitably come to the surface. It’s a good idea to keep these notes with your client project files for future reference.

February 10, 2017

How often do you ask your clients or supporters questions? I know how easy it is to get caught up in projects, but if you stop to ask questions it can offer insight into how you can enhance your projects and relationships.

Here are a few questions you can ask your clients:

What do you need?

What are you struggling with right now?

How can I help?

How can we improve our working relationship?

How else I can help you?

To get your answers, you can simply call or email them, or send out a short survey (I recommend SurveyMonkey or Typeform). I also like to keep a running list of client inquires or pain points in Evernote so that I can refer to it them often.

April 4, 2016

C is for client

Branding is not based on what you think about your organization, but rather what your client thinks about it—from the moment they discover you through the experience of working with you.

This is why a “client first” approach to branding must be incorporated into all aspects of your marketing and outreach (i.e. logo/identity, marketing materials, website, social media, PR, client outreach and office/environment interaction).

In the words of Al Ries, a prominent author on branding: “The primary objective of a branding program is always the mind of the prospect.”

ACTIVITY: Take a look at your current marketing materials and ask yourself: am I speaking to my client, their unique problems or passions?

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

February 6, 2013

Justin Blair & Company is a Chicago-based manufacturer and distributor of foot and shoe care products. Their saying is “you use our products almost every day, but don’t know us.” They supply all the national shoe departments (Macy’s, Nordstrom, Nine West, Skechers, Steve Madden, etc.) with their shoe supplies such as shoe polish, foot measuring devices, tongue pads and disposable foot socks. They also market footwear and foot care products to independent pharmacies, DME’s, Orthotic & Prosthetic labs and Podiatrists.

Justin Bearak is the Chief Operating Officer of this family business supplying foot and shoe care supplies to multiple markets. Justin and I met through a mutual friend and started working together shortly after. We have collaborated on many projects for Justin Blair & Company, including the recent rebranding of their Ralyn shoe care (click to read a blog post about that project).

Justin Bearak of Justin Blair & Company

Tell us a little about your business.

The Bearak family has been servicing the shoe care industry for over 40 years. Presently, we are the #1 shoe care supply vendor to the industry with high customers such as Macy’s and Nordstrom. We also have a regional distribution business marketing comfort footwear and foot care products to “medical” style businesses. Recently we entered the health & beauty industry with our NightCare brand of foot beauty products such as our Gel Moisturizing Socks and Intensive Healing Foot Cream (shown above at right).

What do you love best about your job?

Every day is a different day. Because we are small I get to do many different functions that most people don’t get to experience. From designing marketing pieces to human resources, my daily schedule is always unique. Tying this all together is the fact that what I may do today can be almost immediately measured as an impact on the business.

How has your past work experience influenced your current career?

Coming from an engineering/manufacturer career definitely has provided some knowledge that has helped improve and enhance our warehouse activities. I also have learned what large companies do that suppress the ability to get things done, so I strive everyday to ensure that those environments don’t appear at Justin Blair & Company.

What do you like best about working with Lidia Varesco Design?

Lidia is truly a great partner to our business. We have worked on many different product designs and marketing efforts. Her attention to detail makes all the difference.

What is your favorite project that we’ve worked on together?

Our foot comfort line of fitting aids (pictured above at left) is my favorite. Lidia truly understands what we were looking for in the new packaging design. What’s even better is that this product line has experience great success as a result of her designs.

What to do before your meeting:

Research the client: I can’t emphasize how important this is. Peruse their website, Google them, drive by the office. Not only does it help generate meeting dialogue, but it also gives you insight into what to include in your portfolio (see next tip).

Personalize your portfolio: Bring projects that relate to your prospect’s industry. However, if a project has won an award or was featured in a publication, it’s a good idea to bring it along too.

I met Tracy, an agent with Koenig & Strey RealLiving, over 10 years ago. We were both working in previous jobs and worked on a design project together (a New Year card). We kept in touch when I started my business and have been working together ever since. Like I did on that first project, I work with Tracy to design a New Year card for her business every year—as well as print and online promotional materials throughout the year.

Tracy is a joy to work with, we share a creative synergy that makes projects flow very naturally. She knows what she likes, but also trusts my design expertise. Not to mention, she is a friend who provides inspiration—and always recommends a great coffee shop! What more can you ask for in a client?

What do you love best about your job?

How have your past work experiences influenced your current career?

Tracy: I’ve worked with architects, artists, art collectors, corporate and foundation leaders, historians, government officials and developers in my past roles — which have included managing a mayoral committee on the arts and economic development in a major city, building public and private support for the arts in an historic community, and programming in a former torpedo factory and a zoo. My experience as a conduit or intermediary between competing interests has come in handy in real estate!

What do you like best about working with Lidia Varesco Design?

Tracy: You and I collaborate — in the best sense of the word. We come up with concepts over great coffee (key to our partnership), talk in shorthand (given our long relationship), review options via a few emails, and keep raising the creative bar on each other.

What is your favorite project that we’ve worked on together?

Tracy: Hmm. Hard to pick one. I think the New Year card with the black-and-white industrial photos you found to illustrate Carl Sandburg’s Chicago. What about you?

I agree…it’s hard to pick a favorite, but I love that one too! That project in particular had some lovely creative synchronicities: I saw the photographer’s work while browsing the Chicago Reader. I thought his style would be perfect for the card we were working on. I met with the photographer (Robert Murphy Photography) and the images he provided were truly perfect for the theme of the card.

December 15, 2009

Searching for a last-minute gift for a co-worker or colleague with a caffeine addiction? Buy them the I Am Not a Paper Cup travel mug. The washable and reusable porcelain cup will keep drinks warm in the office—and empty paper cups out of the trash. And the silicone lid keeps your drink from spilling during your commute.

November 20, 2009

I first noticed a Chicago Neighborhood Poster by Ork Posters a few years back while strolling the Chicago neighborhood of Lincoln Square… and have been enamored ever since. The city neighborhood posters are available for many popular cities (Chicago, LA, NYC, Seattle, Boston + more) in both single- and multi-color prints (my fave shown at left). I think they would make a great gift for local coworkers—or business associates across the country. And if you really love them, you could have it framed too.